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How to Value your Estate Agent

Posted on: Friday, July 1, 2016


How to Value your Estate Agent
 

After some extraordinary recent market valuations, some financial analysts, such as Jefferies, the firm that advised Zoopla on their flotation, have warned that online estate agent Purplebricks is set to underperform. In a note in early June, Jefferies noted that their business model was about listings, not sales, commenting: “The numbers in the business model look very attractive, however it is our view they don’t add up. With no reward for actually selling a home, all eyes are focused on winning instructions, especially if Local Property Experts want to get close to the advertised On Target Earnings.”

For those of us who are not professional investors, this is an important insight. Our touchpoints with estate agents are normally about moving home, and we select and employ them to secure us a positive result - not to flatter us and then fail to deliver what they promised.


Most experts in the property industry will tell you that marketing property on the major portals is relatively straightforward: the key skills of a successful agent focus around qualifying buyers, property presentation, constant re-assessment of local prices, understanding important local details such as school catchment areas, matching databases, managing chains of buyers and sellers, dealing with solicitors and surveyors, and literally holding together complex deals over the 18 weeks it currently takes on average to complete a transaction.

In the case of the so-called pure online agents, their model is that you pay a non-refundable sum (normally the best part of a thousand pounds) up-front, whatever the outcome. When you don’t sell or the offers secured seem very low, this may no longer look like such a good idea. Your potential saving has become a non-recoverable cost and valuable time may have been lost.

Like this post? Read more on the topic here.

The vast majority of ‘clicks and mortar’ agents (as in reality, all estate agents are online) receive a fee only when they find a buyer or tenant and complete the transaction, so their interests are entirely aligned and mutual with their client. They receive a higher fee for a better price achieved. You only pay them when they meet expectations, and as the vendor or landlord you can walk away at minimal or no cost, should you feel that they are not fully focused on your particular case. This ‘stacks the deck’ heavily in favour of the vendor, which should encourage and reward regular communication and good service.

So the two models actually start from completely different positions and motivations; if the new online websites can perform to the same high standard as their more established counterparts, then a revolution really is at hand. Unfortunately, many vendors who choose pure online as ‘a quick and easy option’ may find themselves wiser - but poorer and frustrated.

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Having recently Sold my house with Philip Martin Estate Agents I cannot praise the whole experience enough. From the first telephone conversation to the last it has been impressive. Professional, Polite, Guiding, Encouraging. I do need to mention Jack Loader, no question or query was too much trouble, making the selling process a pleasure. 

"

Having recently Sold my house with Philip Martin Estate Agents I cannot praise the whole experience enough. From the first telephone conversation to the last it has been impressive. Professional, Polite, Guiding, Encouraging. I do need to mention Jack Loader, no question or query was too much trouble, making the Selling process a pleasure. Totally stress free.

"

James and his team handled a complex sale (house and adjacent land owned by a third party) with great professionalism and innovation and determination to secure our sale. He was also cognisant of our time scales in that we had not secured an onward purchase or rental property. James is an extremely approachable agent who always worked with us to successfully achieve our goals and certainly went ‘the extra mile’ when required. We cannot recommend him highly enough.

"

"We were so pleased with all the correspondence with Phillip Martin and you all certainly delivered a very professional and friendly service. We would particularly like to thank you for all your personal correspondence with Mrs. Dianne Jones. It went above and beyond and we are truly grateful.  As I mentioned before we have only ever bought two houses and they were both through Phillip Martin. We will certainly use you guys in the future!"

"

Very efficient and personable service helped us find a perfect place. Trustworthy and effective. Thank you.

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Dear Jack, I have moved into my new bungalow and it is very nice. I just wanted to take this opportunity to thank you for all of your efforts on my behalf. You have behaved rapidly and helpfully to assist me with all of the problems that arose for me in one of several difficult projects at once. Thank you very much.

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